AI Personas are the cornerstone of how these systems interact with users, delivering tailored and engaging experiences. These personas—crafted from user research, behavioural insights, and cultural contexts—help define an AI's tone, style, and decision-making approach. Whether it’s a friendly virtual assistant or a professional customer service bot, personas ensure that AI systems resonate with their audiences while maintaining a consistent identity.  However, developing personas for AI isn’t without its challenges. Ensuring that AI responses remain appropriate, ethical, and unbiased while preserving a unique persona requires careful consideration. From avoiding stereotypes to addressing edge cases, the process demands robust testing and a clear understanding of how diverse user interactions can unfold.  When personas fail to account for the complexity of real-world scenarios, the risk of inappropriate or harmful responses increases. By combining creative storytelling with ethical AI design principles, organisations can navigate these challenges and build AI systems that are engaging and responsible in their behaviour. In this episode, Paulina Rios Maya, Head of Industry Relations, speaks to Cobus Greyling, Chief Evangelist at Kore.ai, about the influence of cultural norms and value systems on AI and strategies for maintaining control over AI behaviour.  Key Takeaways:  Personas in AI shape user interactions and trust.Cultural norms influence AI decision-making processes.Balancing control and agency is crucial for effective AI.Adversarial attacks can undermine AI reliability.Transparency is essential for user confidence in AI.Organisations should not offload too much responsibility to AI.AI should enhance human creativity, not replace it.Proof of value is necessary for AI technology implementation. Chapters: 00:00 - Introduction to AI Personas and Their Impact 02:34 - The Role of Personas in AI Behavior 05:51 - Challenges in Ensuring Appropriate AI Responses 09:07 - Cultural Norms and Value Systems in AI 10:30 - Balancing Control and Agency in AI 14:14 - Strategies for Maintaining Control Over AI Behavior 21:24 - The Importance of Responsibility in AI Usage